Arnold Clark, the UK's largest family-owned motor retailer, has begun sponsorship of ITV's BAFTA and NTA-winning TV show This Morning.
Its broadcast idents, which bookend each advertising break, have been created in-house by the Arnold Clark filming team and present real-life moments featuring the family car.
The scenarios are relatable and pay homage to This Morning’s signature presenting style.
These will be supported by additional digital and social content to help integrate the viewing experience with Arnold Clark’s online presence.
The multi-year deal, beginning on September 1, spans every consumer touchpoint, including broadcast, digital and app, social media and content, and experiential and licensing.
The AM100 motor retailer's head of marketing Stephen Millar said: ‘I’m thrilled to announce our sponsorship with This Morning. There are lots of similarities between Arnold Clark’s customer base and the This Morning viewer and I’m delighted that we are aligning the Arnold Clark brand with such a well-loved show.
"The sponsorship gives us the opportunity to showcase Arnold Clark to new audiences across the length and breadth of the UK."
Over the years Arnold Clark has steadily spread its brand reach from its Scotland heartland further and further south through England, opening franchised dealerships and Motorstore used car supermarkets through the Midlands and introducing click and collect depots in Milton Keynes and Southampton.
Russell Borrie, Sales Director at Arnold Clark said: ‘Arnold Clark began in 1954 with just a single showroom. Over the decades, we’ve grown with more than 200 branches stretching from Elgin in the North to Southampton in the South, hugely increasing the services we offer. But despite all these changes, we retain the strong values we were founded upon; providing value for money and customer service of the highest level. Working with This Morning, we hope to reach a bigger audience and let them know about how we’re changing the car-buying experience to create a simple, seamless and welcoming environment for our customers.’
Jason Spencer, ITV Business Development Director, said: "We are thrilled to welcome our new partners to This Morning. It is a fantastic match between their brand and the show, and we look forward to helping them to harness the trust, familiarity and emotional connection that This Morning brings to the nation every weekday all year round."
Millar added: "I'm incredibly proud that we’ve been able to use our own in-house film team to produce our creative, it has been one of a number of large productions we’ve filmed in-house this year, and one we’re excited to build on throughout our partnership with ITV."
This is Arnold Clark’s second high-profile television partnership of 2021, following their sponsorship of Channel 4 Drama and Walter Presents content which began in January. In addition, it has a longstanding partnership with the talkSPORT Breakfast Show.